BEFORE FYP

A major 200,000 m2 mixed use (office, residential, commercial) project on the site of the former Galatasaray Stadium in the CBD, by leading developer the Torunlar Group.

FYP devised the project development, life concept, sales & marketing strategies, and was responsible for directing the pre-launch preparations and implementation.

The House Residence, Bomonti

FYP was responsible for a complete rethinking of an existing 200-unit residential project. Firstly, the concept was changed, from apartments to a branded residence and 50-room branded hotel, and then FYP introduced and negotiated an agreement between the owner and leading boutique hotel operator the House Collection. At the same time, several key architectural changes were made to improve the project layout, increase the value of the podium floors, and upgrade the unit plans.
In separate commissions, FYP was also responsible for the sales and marketing of the entire project, as well as carrying out the entire interior design (in collaboration with Conran + Partners of London), and the landscape concept.

The House Residence is also the location of FYP’s new lifestyle concept Comune

HilPark Suites

Prestige, low-rise residential development by prestige developer Bay İnşaat of 91 apartment and duplex units in the İstinye district of Istanbul. The project’s brand positioning, marketing strategy, advertising & PR strategy and all sales implementation were carried out by FYP.

Development consultancy, marketing and sales of a new luxury high-rise project to the west of Istanbul, one of the first in Turkey to feature a double façade that allows fresh air and balcony planting even at the highest levels. Over 200 residential units, 5,000 m2 of podium commercial space, and a 10,000 m2 landscaped park.

FYP was closely involved throughout, from the differentiation of the architectural concept and the project development stages of the project, to the brand positioning and the strategy and implementation of the sales & marketing process.

For one of its first key projects, FYP was commissioned to carry out development and marketing/sales services for this major mixed-use project on a prominent site in Bursa. The first task was to develop the lifestyle concept for the 678-unit residential component, and assist the client and design team in its orientation and development.

This was a followed by the preparation of corporate and brand positioning, as well as a marketing and sales strategy, and its eventual implementation with FYP’s own sales staff.

Veliefendi Project, Zeytinburnu

A large, high rise residential project of some 1,070 units plus extensive retail and social facilities. FYP was commissioned by turkey’s leading conglomerate, the Koç Group, to create a pricing and market positioning strategy, and to lead negotiations with the joint venture partner on asset division.

Zekeriyakoy, Istanbul

One of the first, and largest, integrated residential communities in the Istanbul region, with over 800 units and a large commercial town centre.

Kemer Country, Istanbul

Istanbul’s first and leading residential community with over 1,000 units and a first-class Golf & Country Club – and the first development to bring the latest European planning and conceptual ideas to the luxury residential market in Turkey.

Tony Phillipson was the original master planner and architectural director of the project, and went on to spend 20 years as a key consultant and executive for Kemer Country. Füsun Yılmaz Phillipson, just before founding FYP, was the Vice-Chairman of the Board of Directors, General Manager of the Kemer Golf & Country Club, and directed the sales and marketing of all projects within the Kemer Country group.

As Marketing & Sales Director, she was responsible for market positioning, branding, sales, and sustainable development of what was, and still is Turkey’s leading low-rise gated community.

With the aid of over 400 staff, Füsun was also responsible for over 100 events a year, including the negotiation and implementation of many firsts for Turkey such as international Pro-Am golf tournaments, Volvo Championship equestrian events, and large open-air flea markets. She also pioneered marketing initiatives such as the upscale Sedir magazine, and lifestyle booklets for residents.

Casaba, Istanbul

One of Istanbul’s best low-rise gated residential communities, with over 250 units and a first-class Social Club, in a major joint venture between İş GYO and the Koray Group.

Before founding FYP, both Tony Phillipson and Füsun Yılmaz-Phillipson worked extensively on this project, Tony was responsible for architectural co-ordination and strategy, as well as designed large parts of the master plan and several unit types.

As a Vice-President of Marketing at Koray, Füsun was responsible for the lifestyle concept, brand positioning, 360-degree marketing management, advertisement & PR strategy, and sales. Her own in-house sales team quickly achieved sales of 180 units in the first phase.

Marketing and sales of both new and rental units in the 29-floor residential tower in this prestige city centre mixed use development – 204 units and 34,500m2.

FYP carried out all staged of the sales & marketing process up to turnkey handover; we also created a second –hand letting programme for the homeowners after the start of occupation.

(See also the Retail and Culture References below to learn about FYP’s extensive involvement in the Trump Towers Mall)

Elit Residence, Istanbul

The first full-service high-rise residence and social club in the heart of Istanbul.

As the Assistant General Manager responsible for Marketing & Sales, at the Koray Group, Füsun Yılmaz-Phillipson was responsible for the market positioning, devising the life story, the branding and the creation and supervision of the sales team.

Large and prestigious project of 5000+ residential units + social and commercial facilities on a prime 350 hectare lake and forest site on the outskirts of Tbilisi. FYP was responsible for the original best use and feasibility study of this major project, as well as the architectural briefing and direction of some of the world’s leading architects and master planners in the creation of the master plan and unit designs. Tony Phillipson was also responsible for liaising with major funders such as a OPIC during the funding phase of the project.

Eston Deniz, Eston Şehir

Two large residential projects, totalling over 8,000 units, located to the west of Istanbul.

FYP carried out an audit of the marketing and sales situation of this project, which had been taken over by the state TMSF, and devised a new strategy for improving the sales performance. FYP subsequently managed the entire sales & marketing process, and sold out all phases of the project during its consultancy.

Akfirat Evleri

Completed residential development in the emerging residential area of Akfirat, close to the new Istanbul Sabiha Gökçen airport and the Formula 1 track, with 143 units.

Akfirat Evleri, a joint venture between the Doğan Group and Milpa, was Turkey’s first lightweight steel-framed villa project, and was introduced into the market by FYP, who went on to carry out the sales and simultaneous delivery of all the houses.

yooistanbul

Prestige new development by Say Yapı of 100 luxury apartments, townhouses and penthouses, plus clubhouse, in a prominent central location overlooking the first Bosphorus bridge. Designed and developed in conjunction with the London-based yoo organisation, founded by Philippe Starck and John Hitchcox, as their first project in Turkey

FYP was responsible for brand positioning, design evaluation, sales office planning, sales team organization and marketing strategy. Following a spectacular launch at the Suada venue, it positioned the sales office as a multi-purpose event venue and ‘living sales office’, a perfect showcase for the unique Starck style. During its consultancy, FYP arranged a wide variety of marketing activities in the sales office.

One of FYP’s longer term clients, Metal Yapı Konut has commissioned us to provide a variety of services on such major projects as this 780-unit Blue Lake Residence in Küçükçekmece, a major gated community in Zekeriyaköy, and the 52-storey Fako office tower in Levent.

This brand new Fuzul Yapı Project of over 600 units plus a retail podium is located next to the TEM motorway (connecting the European and Asian sides of Istanbul) and benefits from a major emphasis on landscaping as well as clean and efficient interior design.

FYP services included strategic advice on the concept, development and marketing, plus a specific detailed technical consultancy to upgrade the interior architecture, landscaping and sales office design.

Istanbul Istanbul, Göktürk

Before founding FYP, and while Vice-President of Sales and Marketing at the Koray Group, Füsun Yılmaz-Phillipson was responsible for devising the life story, carrying out the sales and marketing management, and setting up the sales team of this prestigious low-rise project of 204 villas and apartments, on the outskirts of Istanbul.

5. Levent

The FYP sales and marketing portfolio includes providing strategic sales, marketing and pricing consultancy for this major, 2,288-unit project by the Torunlar Group.

Istanbul Istanbul

While working for Koray İnşaat and Yapı Kredi on this prestigious low-rise gated community, Füsun Yılmaz-Phillipson was responsible for the creation of a life story, setting up the sales and marketing management, and recruiting and training the sales team.

Ali Sami Yen Project

260,00 m2 mixed use (office, residental, commercial) project on the site of the former Galatasaray Stadium in the CBD. General development, and marketing and sales consuitancies.

Kutaisi Mixed-Use Building

High qaulity, 8,000m2 mixed-use development in Georgia’s second city, Kutaisi for TBC Bank.

42 Maslak, Mixed-use Project, Maslak

A major mixed use development in the new business district of Maslak totalling some 180,000 m2 of residential, commercial and leisure space.

As part of the project development process FYP started with the client’s corporate structure and the project’s positioning strategy, selected and briefed the architects (Chapman Taylor of London), and devised the initial sales & marketing strategy.

Söğütözü Mixed-Use Project, Ankara

New high-rise office and retail project in the new commercial district of Söğütözü in Ankara.

Trump Towers Istanbul

FYP was appointed to this prestigious project during the early construction phase, and one of its first recommendations was the change of use on one of the towers from residential to office use.

The resulting 35,000 m2 of commercial space was leased by FYP to domestic and international tenants.
FYP co-ordinated the strategy and implementation of two separate launches of the Trump Towers Shopping Mall: one with Donald and Ivanka Trump, and a second with the Prime Minister of Turkey, Recep Tayyip Erdoğan.

Trump Towers MiniMall; for the first time in Turkish retail, the concept of fully integrated child and family retail/entertainment was implemented on an entire floor (‘a mall within a mall’), attracting families and increasing stay times by emphasizing the importance of the child.

To strengthen and complement the Mall shopping mix, FYP introduced some innovative and original kids’ concepts to the project, including creating new Brands especially for Trump Towers MiniMall:

– First Disney Theatre in Europe
– First KidzMondo role-play Family Entertainment Centre in the region
– D & R Kids – a special children-only version of the leading books and entertainment chain
– Child-specific versions of F & B brands such as Ramiz Köfte, Burger King etc.

With MiniMall, and as a first for Turkey, FYP brought a genuine example of ‘edutainment’ to fruition.

A new place, and concept – created and trademarked by FYP – for social contact, clients, trends, and new partners – working and getting together.

In the spirit of modern alternative real estate sectors such as co-living and co-working spaces, FYP has created a new concept space in the House Residence Bomonti called Comune. Designed in a minimalist, industrial-chic motif by FYP itself, this multi-function space acts not only as a sales suite for the project, but also as a social meeting point and workspace for clients, partners and guests. Events over the past two include exhibitions, launches, Corporate Social Responsibility gatherings, cocktail parties, demonstrations and seminars – bringing a unique variety of delights to the space…

200,000 m2 mixed use (office, residential, commercial) project on the site of the former Galatasaray Stadium in the CBD. General development, and marketing and sales consultancies.

Trump Towers Istanbul

FYP was initially commissioned to take on the development and leasing of the 43,500 m2 GLA Shopping Mall at Trump Towers. We created a number of new concepts (such as a kids’ floor, MiniMall (see separate entry); additional terraces and a street food concept on the roof; major changes to the internal circulation), and also commissioned and briefed leading retail architects Chapman Taylor in the interior design of the Mall. We then carried out a successful leasing exercise, devising the mix and negotiating with a unique mix of tenants to suit the Mecidiyeköy location.

FYP was also subsequently commissioned to carry out the leasing of the 37-story Office tower, and the also the remaining residential sales, as well as preparing a marketing strategy for the entire development.

Söğütözü Mixed-Use Project, Ankara

New high-rise office and retail project in the new commercial district of Söğütözü in Ankara.

Inistanbul Gala Residential Project

2,700 unit residential and commercial project for one of Turkey’s leading Real Estate Investment Trusts, presently nearing completion.
Best use and outline feasibility studies.

Hep Istanbul Residential Project

1.400 unit residential project for a leading Turkish property developer, now nearing completion.
Best use and outline feasibility studies.

Kemer Golf & Country Club, Istanbul

Turkey’s leading golf & country club, with 18 holes of golf, 300+ box equestrian centre, comprehensive health and fitnes facilities, and a large social club.

Marketing and sales of 86 units and 35.000 square metres of A+ office space in this prestige 37 floor tower, including introducing international tenants and setting up management systems.

Rahmi Koç Museum

Management, design and development of over 7,000m2 of additional exhibition space, and design of waterfront restaurant at a major museum of since and industry in Istanbul. Also curatorial design, and establishment of new branch of the Museum at the Cengelhan in Ankara (above).

Cukurhan Hotel

Architectural design of a luxury boutique hotel in Ankara’s historic Citadel district, next to the Rahmi M Koç Museum.

One of the key conceptual features of the Trump Towers Shopping Mall (described elsewhere) was the creation of an entire floor dedicated to families and children, a ‘mall within a mall’ named MiniMall. Every aspect was considered, e.g. creating a child-oriented commercial mix, persuading tenants to create specific ‘junior’ brands like D & R Kids and unique fast food outlets, introducing two major anchors in the form of Europe’s first Disney Theatre and world edutainment brand KidzMondo (for which we were also the development consultant), and in-house entertainment such as a craft workshop, dance and theatre stage, and ice skating rink. We also introduced Trump Concierge, a child-minding service allowing parents to shop and dine at leisure. FYP was also responsible for overseeing the marketing strategy of the development.

Our first task was the complete rethinking of the concept of the project, including changing the use of one tower from residential to office, and creating a new ‘story’ for the shopping mall. FYP was then commissioned to take on the development and leasing of the 43,500 m2 GLA Shopping Mall at Trump Towers. We created several new concepts (such as a kids’ floor, MiniMall (see separate entry); additional terraces and a street food concept on the roof; major changes to the internal circulation), and commissioned and briefed leading retail architects Chapman Taylor in the interior design of the Mall. We then carried out a successful leasing exercise, devising the mix and negotiating with a unique mix of tenants to suit the Mecidiyeköy location.

FYP was also subsequently commissioned to carry out the leasing of the 37-story Office tower, and the remaining residential sales, as well as preparing a marketing strategy for the entire development.

FYP were selected by UK based developers Cube Capital to provide a market report and best use study for a brand-new retail development of some 60,000m2 GLA on the outskirts of Tbilisi. Once the recommendations of the report – which recommended a semi-open layout with a major emphasis in families and entertainment – were accepted, FYP was further retained to assist in the selection, briefing and monitoring of the architects for the project, and to devise a retail mix, letting plan and project brochure. The project opened in 2016 and is recognised as the most successful mall in Georgia.

FYP was commissioned by Georgia’s leading private bank, TBC Bank, to carry out the marketing and letting of the first modern shopping mall in Tbilisi. The mall was created by converting a working main-line railway station into over 47,000 m2 of shopping, offices, food court, and office space. The letting services were successfully completed in 2009.

Ikbal Project

A 40,000 square metre mixed retail and leisure develop- ment at a historic and important crossroads site near the central city of Afyon.

Levent Plaza

A new 16,000m2 GLA retail project in a prime location at the focus of Istanbul’s Central business district – Levent.

Canary Wharf, London, UK

Lunson Mitchenall were retained to provide concept advice and letting implementation for 60,000 m2 GLA of retail accommodation in Canary Wharf, one of the most prestigious and largest commercial developments in the world, owned by the Canary Wharf Group.

Cabot Circus, Bristol, UK

Lunson Mitchenall provided concept advice and letting implementation for 93,000 m2 GLA of retail accommodation in the new Cabot Circus open-air retail mall in Bristol, for leading UK developers Land Securities and Hammerson.

St. David’s, Cardiff, UK

The St David’s Partnership retained Lunson Mitchenall to provide concept advice and letting implementation for 130,000 m2 GLA of retail accommodation in the new St, David’s development in Cardiff, capital city of Wales.

King’s Cross, London, UK

Lunson Mitchenall are retained to provide concept advice and letting implementation for 50,000 m2 GLA of retail accommodation in the new King’s Cross mixed-use development in London, for leading UK developers Argent PLC.

Central Market, Abu Dhabi

Lunson Mitchenall are retained to provide concept advice for 490,000 m2 GLA of retail accommodation in the new Central Market Development in Abu Dhabi, designed by Foster + Partners for leading UAE developers Aldar.

REFERENCES

We pride ourselves on creating long term, valued relationships with our clients and partners, which include:

SOCIAL RESPONSIBILITY

Füsun Yılmaz-Phillipson was Vice President and Member of the Executive Committee of GYODER (The Association of Turkish Real Estate Developers) from 2013 to 2017, and is still a current Board Member. For 4 years as Chair of the Organization and Communication Committee, she has been organising annual Real Estate Summits, the Developing Cities Summit, Domestic and International Fairs, and participations in Cityscape.

At the same time, she continues to provide support to the property sector via her membership of the ULI, Women Leaders Platform in Real Estate, and as a jury member on the Hürriyet newspaper Sign Of The City Awards.

Tony Phillipson is a current Main Board member of the British Chamber of Commerce in Turkey, providing specialist input on property and design matters.

CASE STUDIES

When FYP was appointed to be the strategic development consultant for the entire project, we started out by immersing ourselves fully in the very special ambience of Bomonti. We walked the streets, soaking up the atmosphere and enjoying its eclectic architecture; we pored over old maps and guidebooks, we read about its history, and we talked to its oldest residents; we even made a special film, celebrating the life of the area, its residents and shopkeepers, its educational and charitable institutions, its pensioners and children…

In 2001 Tony Phillipson was appointed as General Manager of the Rahmi M. Koç Museum – RMKM for short. He inherited a fine collection set in two splendid historic buildings by the Golden Horn: however, as a Museum, the RMKM needed urgent attention to many aspects – exhibit curation and design, education, alternative sources of income, and marketing.